1. On BrandNovember 8th, 2000
Maki Kumagai
Corporate AD, Sony Corporation
2. Corporate ADSony Brand Communication Strategy Zone Advertising Management Support
3. The most valuable asset to this company is not its buildings, land, or even its employee. Our most valuable asset is the four letters “SONY”.
Norio Ohga
at this year’s Entrance Day as well as at many other occasions
4. Network Brands Create ValueAbove the Line and Below ItIncreases Sales and Share-Increases efficiency of communications spending
-Facilitates cross-selling/up-selling
-Reduces costs of new product introductionsIncreases Margins-Establishes competitive differentiation
-Sustains competitive advantage
-Engenders trust -- endorses the product
-Leads to greater loyalty -- makes an emotional connectionHigher Avg. Selling PricesReduces CostsIncreased Market Capitalize-tion==
5. Corporate Brand……SonyPrimary brand which drives a complete brand portfolio.Product Category Brand……Trinitron, Walkman, Vaio etc.Brands which encompass, endorse and organize multiple products/services
6. Corporate Brand……Sony
7. The Criteria of a Successful Brand:
Unchanging Brand Essence
Continue to Create Something New
8. Brand Vision
“What We Will Be”
Brand Essence
“The Core”Business Platform
“What We Do”Brand ConceptBrand Positioning
“What We Say”
9. Brand Vision
“What We Will Be”
Brand Essence
“The Core”Dream is a mother of innovation. Business Platform
“What We Do”Brand ConceptBrand Positioning
“What We Say”
10. We do not copy. We do things that no one else has done.
Masaru Ibuka
11. Brand Vision
“What We Will Be”
Brand Essence
“The Core”Dream is a mother of innovation. Business Platform
“What We Do”Digital Dream KidsBrand ConceptBrand Positioning
“What We Say”
12. Change is Sony’s Essence
Nobuyuki Idei
13. Digital Dream Kids
1996 ~
Digital Dream Kids are ourselves
In this Digital Era, we are a group of people mesmerized by new digital technologies, and continues dream and remain curious just as we were when we were kids!
14. Digital Dream Kids
1996 ~
Digital Dreams Kids are our Customers
In this Digital Era, we continue creating products that satisfy the dreams of our customers worldwide, who are captivated by the potential of digital technology.
15. Brand Vision
“What We Will Be”
Sony Dream World,Platform of Personal EnjoymentBrand Essence
“The Core”Dream is a mother of innovation. Business Platform
“What We Do”Digital Dream KidsBrand ConceptBrand Positioning
“What We Say”
16. (本页无文本内容)
17. Brand Philosophy Shared Among All of SonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetwork ServicesFinanceB&PBrand PhilosophyGlobal : Enhance a Common Platform
18. Brand Vision
“What We Will Be”
Sony Dream World,Platform of Personal EnjoymentBrand Essence
“The Core”Dream is a mother of innovation. Business Platform
“What We Do”Digital Dream KidsBrand ConceptBrand Positioning
“What We Say”
20. Sony is a company devoted to the celebration of life.
We create things for every kind of imagination.
Products that stimulate the senses and refresh the spirit.
Ideas that always surprise, and never disappoint.
Innovations that are easy to love, and effortless to use.
Things that are not essential, but hard to live without.
We are not here to be logical. Or predictable. We’re here to pursue infinite possibilities.
We allow the brightest minds to interact freely, so the unexpected can emerge.
We invite new thinking, so even more fantastic ideas can evolve.
Creativity is our essence. We take chances. We exceed expectations.
We help dreamers dream.Sony Brand Concept
25. Three Layers of BrandingEstablishing Value Added MarketingClarifying Brand Personality and Brand PhilosophyBranding Marketing Enhancing Brand Value Share Marketing Earn Category No.1 ShareGlobalRegional(Product Oriented Ad)Branding Worldwide
26. Product Category Brand……Trinitron, Walkman, Vaio etc.
27. CI = PI
28. Selection and Focus
29.
●No.1 Brand Creation that seizes Category Leadership●Concentrate Product Value on areas that best display Sony’s originality
Sony Advertising Strategy
30. Brand Loyalty Created by the Power of the Leading Brands TrinitronSony Brand PowerNew Business Creation
31. Trinitron
1968
32. Brand Loyalty Created by the Power of the Leading Brands TrinitronWalkmanSony Brand PowerNew Business Creation
33. Walkman
1979
34. Brand Loyalty Created by the Power of the Leading Brands TrinitronWalkmanHandycamSony Brand PowerNew Business Creation
35. Handycam
Passport Size 1989
36. Evolution of Product Brand,
Adding New Values to Core
Example: Handycam
37. Establishing a leading brand, and create a new business arenaTrinitronWalkmanHandycamSony Brand PowerBrand Loyalty Created by the Power of the Leading Brands
38. Establish No.1 Category, and enhance brands of computers and TVs that will become the center of Home Network and Personal Network.TrinitronWalkmanHandycamWEGA1998VAIO1999Sony Brand Power
39. VAIOsince 1996
40. We would like to introduce personal computers that have a Sony-like entertainment quality.
Nobuyuki Idei
41. Sony will provide users with new ways of designing their lifestyles through the introduction of VAIO. Our hope is to create new market by offering such lifestyle solutions.
Kunitake Ando
42. VAIOConverging AV and IT
43. The Biggest Advantage of Having a Strong Brand is Rule Breaking
44. Valuable brand embody ideas that relate to consumer lifestyles or experiences
45. A successful product forms an emotional relationship with a certain segment/generation of people through collaboratively creating, shaping and sharing experience.
And such relationship results in a strong “brand loyalty” within the people’s mind.
46. TVCF from the world:Globally shared strategy and local initiative in execution
47. MD Walkman
U.S.A.
Europe
New Zealand
48. FD Trinitron, Wega
Thailand
Brazil
49. Aibo
50.
We create expectations. Responding to expectations is too late. Sony is a company that no one can predict.
Nobuyuki Idei
51. W.
Network Walkman
52. Corporate Brand……SonyPrimary brand which drives a complete brand portfolio.Product Category Brand……Trinitron, Walkman, Vaio etc.Brands which encompass, endorse and organize multiple products/services
53. The Criteria of a Successful Brand:
Unchanging Brand Essence
Continue to Create Something New
54. What is Sony to the World’s Customers?★Mariah Carey★Celine Dion★Stuart Little★Walkman★DVD★Memory Stick★PlayStation★MiniDisc★WEGA★VAIO★Clie
55. Connect Sony Products with Brand Personality Platform★Mariah Carey★Celine Dion★Walkman★DVD★Memory Stick★PlayStation★MiniDisc★WEGA★VAIO★Clie★Stuart Little